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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Marketing communication of a firm operating in the steel industry
 Zeleňáková, Tereza ; Halík, Jaroslav (advisor) ; Marušiak, Peter (referee)
The aim of this dissertation thesis is to analyze marketing communication tools on a business to business market. To enhance the concreteness and added value of the paper, a real case study of the firm U. S. Steel Košice is used. The organization indends to undertake a rebranding process in near future. The first three chapters of the work fall under the theoretical part, which contains specificities of B2B marketing as opposed to B2C. The fourth chapter is dedicated to the practical part and includes analyses of the external environment and the steel industry, as well as internal analyses of the company, including its communication mix. Finally the paper presents a few workable recommendations for modern and effective strategic communication, based on the analyses executed.
Detailed record
Position of The United States and China in the global economy after the global financial crisis
 Zeleňáková, Tereza ; Zapletal, Petr (advisor) ; Vrňáková, Irena (referee)
Theme of the thesis is the generally discussed decline of Western economies as a result of the passing Global financial crisis and the expected entry of Asia into the forefront of the global economy. Above all, the most affected and weakened U.S. economy losing its superpower status, replaced by economically growing China, whose position in the global economy is being increasingly consolidated. The thesis aims to clarify the situation of both important players in the global economic environment and evaluate the degree of feasibility of the option suggesting that China becomes the world next superpower from relevant perspectives.
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